Eminem teams up for new reality series
January 30th, 2013
05:08 PM ET

Eminem teams up for new reality series

For his next project, Eminem is thinking about reality.

The hip-hop artist's Shady Films has teamed up with Ben Silverman's Electus to craft a reality series centered in Em's hometown of Detroit. Called "Detroit Rubber," it'll follow Rick Williams and Roland "Ro" Coit of the sneaker store Burn Rubber.

The two "sneakerheads" are intent on building a global lifestyle brand and opening a second store, and the Web reality series will track their challenges and successes as they try to succeed in a difficult economic market.

"The guys from Burn Rubber represent what Detroit Hustle is all about: passion, pride and hard work,” Eminem said in a statement. “We’re excited to show the world what they’ve created here in The D."

The series is hosted on the Loud YouTube channel, which was conceptualized by Electus founder and producer Silverman and launched last summer. "Detroit Rubber" premiered on Tuesday.

Filed under: Celebrities • Music • Webisodes

soundoff (28 Responses)
  1. gamestarmechanics

    capturing up and mustard as my mom says. Google

    March 1, 2016 at 8:18 am | Report abuse |
  2. she''s a pity

    and always will be.

    February 5, 2013 at 10:47 am | Report abuse |
  3. milwaukee

    anything em touches turns gold

    February 5, 2013 at 10:40 am | Report abuse |
  4. whoever this is..please

    spare yourself...life goes on and it has...take care and have some fun today....

    February 3, 2013 at 1:20 pm | Report abuse |
  5. Leave Em Alone

    how's that.

    February 3, 2013 at 1:16 pm | Report abuse |
  6. hi

    cooking for the super bowl–have fun today!

    February 3, 2013 at 1:07 pm | Report abuse |
  7. NO I...


    February 1, 2013 at 3:01 pm | Report abuse |
  8. supernovababy

    nothing I type posts ...fix it

    February 1, 2013 at 2:58 pm | Report abuse |
  9. Habitual Moxie

    Reblogged this on HABITUAL MOXIE.

    February 1, 2013 at 2:06 pm | Report abuse |
  10. Yeti loves his hand

    Oh I love a thug in a hoodie

    February 1, 2013 at 12:21 am | Report abuse |
  11. something called script is lblocking internet function

    here and at home...fix it.

    January 31, 2013 at 9:11 am | Report abuse |
  12. Jack

    Eminem > Tupac

    Eminem is a genius and cannot wait for his next album this summer.

    January 31, 2013 at 12:10 am | Report abuse |
  13. V¡xen

    I like him. Not into the hip hop/rap seen but he is cool and I like some of his stuff.

    January 30, 2013 at 9:34 pm | Report abuse |
  14. i like emninem

    he's a decent actor...

    January 30, 2013 at 9:16 pm | Report abuse |
  15. Peace

    Detroit...motor city...cool! 🙂

    January 30, 2013 at 9:11 pm | Report abuse |
  16. Itsamemario

    Well this show sounds like a better reality show than a teen mom or jersey shore. Not a huge eminem fan (i was a bigger fan when i was in high school) but i do recognize his talent. Sounds like someone has a preferred genre but cant quite express that love as clearly as their hatred for another genre. If its not your bag then why click on the story?

    January 30, 2013 at 7:34 pm | Report abuse |
  17. bagladyboutique

    Reblogged this on Bag Lady Boutique and commented:
    Can't wait to catch this one. This man is so talented for some reason he reminds me of Tupac with their amazing talent.

    January 30, 2013 at 5:23 pm | Report abuse |
    • Heywood Jablome

      And his talent would be in what art form. please dont embarass yourself by saying music, never heard him sing a note or play an insturment, now, what was his talent?

      January 30, 2013 at 5:42 pm | Report abuse |
      • bagladyboutique

        Did you mean instrument? If you knew the definition of art you would not have made this comment. I do value others opinions so I will not get offended by your statement. If you don't agree with my statement its perfectly okay we will agree that we don't look at art the same way. Thanks for viewing my site.

        February 3, 2013 at 1:01 pm | Report abuse |
    • Brad

      @heywood Jablome- What talent? Um lets see, music, poetry, he has acted and won awards from his film, so he must possess some talent in that department. It is quite clear that your talent is being ignorant, because you may not like a certain genre. Just for you I've pulled the very definition of music-an art of sound in time that expresses ideas and emotions in significant forms through the elements of rhythm, melody, harmony, and color. And as far as I can tell almost all of Eminem's songs meet or exceed that criteria. Chances are you just don't understand his music and in turn do not prefer his music, probably because it has bass, rhythm and lyrics that probably go over your head. Have a good day. =)

      January 30, 2013 at 5:59 pm | Report abuse |
    • Detroit

      If u wanted to NOT embarrass urself @Heywood ud retract that ignorance u have dumbazs

      January 30, 2013 at 6:47 pm | Report abuse |

Post a comment

You must be logged in to post a comment.

About this blog

Our daily cheat-sheet for breaking celebrity news, Hollywood buzz and your pop-culture obsessions.